Lull has been around a long time, so has Sadowsky, Fodera, etc. They have long track records with many satisfied customers. They also have bricks and mortar operations and employees, with all the headaches and overhead that entails. They're entitled to make the money they do. Their products also have established resale value.
IMO paying for your materials plus a very small amount is about all you can expect initially. I'm doing OK now but I have almost zero overhead and only farm out the metal work/pickups that ThunderBucker is willing to do.